Ad Nut
Jan 15, 2020

Olay celebrates importance of 'besties' in China

Campaign by Grey Hong Kong focuses on best friends who always have each other's back.

The agency notes that in a society where many people have no siblings, best friends are a significant source of support and companionship. Olay's 'Besties' campaign falls under the brand's 'Fearless of age' platform. In addition to the video above, based on real consumer-submitted stories, the campaign involved more than 6000 key influencers who created social-media posters, which in turn led to 10,000 user-generated submissions. 

KOL posts
User-generated posts


GREY Hong Kong:
Jenmon Yuen Jenkins, Chief Executive Officer
Christopher Lee, Group Creative Director
Flora Tsui, Creative Director
Alan Wong, Associate Creative Director
Mia Gao, Senior Copywriter
Sy Choi, Assistant Art Director
John Lo, Head of TV Production
Duffy Lau, Business Partner
Ivan Tang, Associate Account Director
Jamie Wong, Account Manager
P&G Greater China, Skin Care – Olay:
President, Greater China Olay & Personal Care and Global Safeguard : SK Lee
Vice President: Hyoeun Kim
General Manager: Victor Leung
Communication Director: Vivian Lee
Associate Brand Director: Vera Zhong
Brand Manager: Stephen Huang

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